ITAB launches a digital store tour! Our Retail Advent Calendar consists of four different parts, where you have the chance to join us in four of the most debated store concepts in London. Enjoy!
Adidas has truly understood the latest retail trends and are beating the drum. When you enter the flagship store of this well-known brand it´s nothing else than a theatrical experience. You have entered the world of Adidas. It´s storytelling, hi-tech, interaction and personalization in all different formats.
Firstly, you are faced with karate dressed product experts standing in an area full of futuristic light. They guide you through the process of 4-D sneakers, created from pure liquid. Further in is a store space entirely made of interactive tech. “Stand on the floor”. A woman invites you to play the Adidas t-shirt game. The box you place your feet inside represent color, followed by preferred logo and your choice of pattern. When you have been stomping around for a while you have created a personalized t-shirt to order at the second floor. What do you think - how many people jump for joy to share their contact details?
On the second and third floor several more digital experiences awaited you. What about a digital football game, or maybe some digital basketball? If you don’t want to play around, you can simply focus on finding a product. Walk in to one of the many smart running analysis fitting rooms and start to run. Without a human touch you get an analysis of your running technique together with a list of recommended shoes for you.
Lee is a Shop Assistant at Adidas, but it doesn’t end there. He is also Event Co-Ordinator for the many wellness events that are arranged at the Adidas store. “Shop assistants are becoming more competent, there’s a huge demand for different excellence and service experience” Lee tells you. Do you agree about that the staff makes a big impact on store experiences, that it can make the difference between good and bad, even if the store itself is great?
I don’t doubt that you are impressed when you leave the store. You have been interacting, engaged in the adidas brand and got an experience that made you feel something.
Even if you are curios for more, stop for a second and ask yourself. Is this experience worth the investment?
No matter what it’s worth a visit. And for the sports enthusiast it’s a new world to discover.
St Parcas is a busy landmark and a station well-known for its Victorian architecture. Thousands of people pass here daily, 24/7. To hide away from the rush hour, you step into the store Fortnum & Mason, which recently doubled its size for the Christmas season. “We are at the most glamorous place in Europe to experience a cup of tea” says John Ryan, a retail expert.
Already when you set your feet on red carpet in the store you are swept away on a time-travel. You experience the smell of tea, which happens to come from a selection of the Queens own collection. Further in you see a luxurious bar and a lounge consisting of high-quality velvet armchairs. Perhaps it is time for a break and treat yourself with a glass of champagne?
The brand Fortnum & Mason has truly succeeded with its brand experience. A store can’t be more British than this. The interior, the serving and the assortment evokes feelings that make you want to stay, ideally for Afternoon tea.
Even if this store truly have succeeded with their brand experience and its assortment, there is something else that makes it even more spectacular. It is the geolocation. Imagine you are on your way to Paris with your partner, to start your trip here at Fortnum & Mason gives you the right travel vibe. In case you are a tourist who pass on your way back home, Fortnum & Mason is there for you to bring a piece of UK.
After you gladly have paid 13 pounds for a pack of Earl Grey and spent another 50 on champagne while daydreaming about a glamourous weekend, it is time to move on. That you paid for a feeling, doesn’t bother you. Who can resist royal tea in the heart of London?
Do you like to play with electronics? Then you are in the right place! At the Samsung Flagship Store in London we are served with the very latest, sometimes even futuristic, tech. When you´re in the store, it´s nothing (or maybe everything) about sales. Instead it´s just a creative space for you to arrange events, schedule meetings and having experts showing you the latest trends.
The store we are visiting is built on a spectacular bridge. It´s illustrating Samsung’s iconic lips, made by huge glass walls, floating in the sky. An impressive first sight, for sure.
To enter the store, we need to walk up some stairs from the entrance on the ground floor. A pretty bland feeling after been overwhelmed by the exterior. But this is just a transport to the real deal.
When you enter the store, you are faced with a massive space. The ceiling height make it feel like you are entering a British castle. But the similarity with British history ends there. Further in, the feeling can be compared to something between Japan and Outer Space. Here you can play with all kinds of future-tech you can imagine. Why not try a self-driven car simulator, or do a guided tour in the home of the future? While you’re strolling around in the store, a Japanese show is running at big digital screens.
To add an extra service and to make this place an attractive place to visit, Samsung has made this store into a creative space. Why not schedule a meeting in their cozy sofas and grab a nice cup of coffee or snack in the Samsung world? But if you are unlucky, all these services can turn your visit into a disappointment. The space is also used for events, and while having them they close down half of their “play” space for visitors.
Half a Samsung world is not enough when you have cravings for more. Who does not want to play with the future?
We all need to eat, right? Why not turn your boring weekly shopping into a weekly highlight? If you are interested, you have to come on to M&S brand new grocery concept, M&S Food. Here you have everything you need for your weekly shopping, but in a brand-new experience format.
When you walk around this well designed, automated and modern grocery-store you can just feel the smell of fresh herbs. Or why not try a delicious chicken or eat some chocolate cake? Afterwords It’s very likely some of the items happen to end up in your bag, maybe for tonight's dinner. If your kids whine during your tasting, just take them to the pizza station. Do you have a problem with finding the right wine? Then you must try the digital Wine tasting. Just push a button and your preferred wine ends up in a small glass. The best thing about it is that it´s connected to your loyalty card. When you have found your favorite wine, you can just add it as a favorite on your account or get an email, to save the recommendation for later.
It´s full service - M&S Food have thought of all our needs, in one place.
What makes this space interesting is not the greatness. Instead it’s the smart, useful value adding details. This experience is not a show-of, it´s real usage - you can actually buy things. M&S just inspires you to make your choices easier and improves their sales by experiences and digital solutions.
This experience can be directly translated into sales numbers, and you bet it does.